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View all marketsorganic traffic growth over the project period (February 2023 - September 2024)
expanded first-page visibility from near-zero
This case study covers a B2B sports betting software provider operating in the US market, under NDA. The client offers a scalable and secure sports betting platform for iGaming operators, featuring live odds, in-play betting, and seamless multi-device access - a customizable solution built to meet the commercial and technical needs of operators across a range of business models.
The B2B iGaming software space in the US is a distinct SEO challenge from consumer-facing betting. The audience is smaller, the queries are more specific, and the sales cycle is longer meaning content needs to address both technical credibility and commercial intent at the same time.
The client entered the engagement with 1.5K monthly organic visits and very few keywords ranking in top positions, leaving significant organic visibility untapped in a market with growing demand for licensed betting technology.
Grow Organic Traffic
Scale monthly organic visits from 1.5K by targeting the specific informational and commercial queries that iGaming operators in the US use when evaluating sports betting software solutions.
Establish Keyword Rankings
Build initial ranking presence across a broad set of relevant B2B queries moving from near-zero visibility in top positions to a defensible footprint across positions 1–3, 4–10, and beyond.
Strengthen DA in a Competitive B2B Niche
Develop a backlink profile through relevant iGaming, technology, and sports betting industry publications to build the trust signals needed to compete for high-value B2B queries in the US market.
B2B Keyword Research & Targeting
We mapped operator-facing queries around platform features, licensing, integrations, and vendor comparisons. Keywords were prioritized by search volume, commercial intent, and competition. We separated awareness-stage content from high-intent evaluation content to sequence production and generate early traction.
On-Page Optimization
We overhauled titles, metas, and page structures to match operator intent. We fixed content gaps where competitors were outranking the client, and we built internal links to consolidate authority across core product pages. Some pages required multiple iterations to hit ranking targets.
Content Strategy & Production
We created new content targeting mid-funnel B2B queries: platform explainers, regulatory guides, and software comparisons. Each piece aimed to build technical credibility while capturing ranking opportunities in the US B2B sports betting niche.
Link Building
We secured placements on iGaming and sports betting technology publications, plus B2B software directories with real traffic and topical relevance. Anchor text was distributed naturally to strengthen authority in a highly specialized vertical.
Performance Monitoring & Analysis
We tracked keyword movement across all position brackets from February 2023 to September 2024. We used the data to identify clusters needing extra content or link support, iterating quickly to push rankings into higher-visibility positions.
We grew organic traffic 7×, from 1.5K to 10.9K monthly visits, building a strong, broad organic footprint across B2B sports betting software queries.
Keywords expanded across all position brackets, including top-3, 4–10, and lower positions (51+), giving the site a defensible presence in a niche where competition is highly specialized.
Targeted link building and content aligned with operator intent strengthened domain authority and technical credibility, allowing the site to compete consistently against other B2B software providers in the US iGaming market.
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NaturalLinks helps us build high-quality pillow links for different projects we work on (e-commerce, dating, educational, etc.). The partnership helped us to get a large number of quality backlinks within the specified timeframe from quality and relevant resources, which led to boosting the "authority" of website pages in the eyes of Google. Communication is always at its best level. The team works quickly and efficiently, is flexible to any changes or requirements, project deadlines are always met, and if any problems arise during the execution of tasks, they are warned and agreed upon in advance. Over the 2 years of partnership, any problems have been resolved quickly and efficiently with the best possible result.
I am very pleased with the ongoing cooperation. They post links at good websites with DR>30. The most impressive is the large base of good domains to be used for improving our results.
Thanks to NaturalLinks' efforts, we saw an increase in traffic and referral domains, significantly exceeding our expectations and contributing to our business goals. What set NaturalLinks apart was their deep expertise in iGaming, coupled with unparalleled customer service that made them feel more like a partner than a provider. During the cooperation, we've achieved good results and strengthened the site's position through link building, among other things.
We used NaturalLinks because they are good for promotion and branding due to the link type and them being cost-effective. We custom ordered 120 links from them, and we ended up with 140, I was definitely happy with the unexpected overdelivery. The campaign was completed on time, and everything looks great! The end result was that we ended up balancing out our NF/DF ratio, balanced out link activity and authority spread across our pages
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SEO Services
Brand Protection & Reputation Management
Link Building Services
Choose your niche and get a better idea of what you can expect from working with us
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